At The Richards Group, we often like to donate our time and resources to nonprofit organizations that could use

our help. Which is why when Santa Claus told us that he didnt think people believed in him anymore, we were only too glad to help.The following is a collection of our efforts to brand Santa. As with every brand we work for, our job is to create not just customers but true believers. We hope that what youre about to see helps make a believer out of you.

SPHERICAL BRANDING

Spherical branding is the discipline we use to develop a clients branding strategy. This typically involves a considerable amount of research, and Santa was no exception. However, it was the first time weve ever conducted a focus group full of elves.

BRAND VISION Santa Claus exists to spread joy throughout the holiday season. POSITIONING To good little boys and girls of any age, Santa is the bearer of good tidings who brings joy to the world through awe-inspiring gifts. PERSONALITY Passionate. Fair.Young at heart. Genuine. Jolly. AFFILIATION People who can believe in something greater than themselves. Those who can still look at the world through a childs eyes.

CREATIVE BRIEF

THE RICHARDS GROUP CREATIVE BRIEF

People dont like ads. People dont trust ads. People dont remember ads. What will make this one any different?
Why are we advertising?

To convince people that Santa is real.

The creative brief is a document that defines the role of the advertising. It also keeps everybody happy by making sure that both client and agency are on the same page. And when your client is Santa, you dont want to make him angry.

Who are we talking to?

Billions of children and adults worldwide, one-time believers who, for one reason or another, no longer believe. The day they stopped believing was a defining moment in their lives, usually marking the first time that their childlike wonder was replaced by world-weary realism and cynicism.

What do they currently think?

I used to believe in Santa, but Ive heard hes fake. So I dont believe in him anymore.

What would we like them to think?

I dont care what anybody else thinks I believe in Santa. How could the season be magical without him?

What is the single most persuasive idea we can convey?

Santa Claus is real for those who believe.

Why should they believe it?

There are numerous accounts of believers who have benefited from Santas generosity. Those who believe tend to get better gifts (97%, +/-3% margin of coal in stockings). His existence has been documented throughout history (Santa Claus Is Coming To Town, The Night Before Christmas). Hes often spotted at the mall.
Are there any creative guidelines?

The situation is urgent; we need to create communications for any and all points of contact with the target: TV, Radio, Print, Outdoor, Direct, Web, Guerrilla. Need tag line. Appendix with legal mandatories will follow.

Santa Claus Santa Claus Branding

00-0689-1480 10/26/00

FROM THE LEGAL DEPARTMENT

Always leave it to legal to muck up a good ad. In this case, however, we chose to ignore their suggestions. After all, whod be stupid enough to try to sue Santa?

RI T G CHAHE RO R U DS P

MEMORANDUM

8750 N CENTRAL EXPRESSWAY SUITE 1200 DALLAS, TEXAS 75231-6437 214-891-5700

TO

See Distribution Sara Sax Legal Account Service Creative Proofing Spotmakers

DATE

11/2/00 Santa Claus 0689-1480 Stan Richards

FROM

CLIENT

SUBJECT

JOB NO.

DIST.

CC

Due to the increasingly litigious nature of society, please note that all communication on behalf of our new client, Santa Claus, must carry the following legal copy. SANTA DISCLAIMER COPY Santa Claus, Inc., is a not-for-profit organization, chartered solely for the enjoyment of residents of the planet Earth. All letters, e-mails and other communications with Santa Claus, Inc., become the property of recipient. Santa Claus, Inc., will not be responsible for damage to roofing, fireplaces or carpet. Although Santa Claus, Inc., will make every effort to avoid accidents, gift recipient accepts full responsibility for any and all reindeer droppings that may occur during the course of normal gift delivery. Santa Claus, Inc., accepts no responsibility for false burglar alarm charges caused by weather or air traffic control.

LOGO

The logo. An essential part of every corporate identity. Santa was so pleased with this, he promised to give the designer a Clio.

:30 TELEVISION SPOT

This commercial is set to be filmed on location in Scotland, Nevada, and Los Angeles. The Richards Group would like to thank Santa for the generous use of his sleigh.

Dramatic music up and under. Open on a shot of a Scottish man looking out over Loch Ness through a pair of binoculars. Words are supered up over him: Duncan MacKenzie. Age 42. Believes in the Loch Ness Monster.

The camera pulls back to reveal several local schoolchildren all making faces at Duncan.

Cut to a man standing on a stretch of Nevada highway. He is holding a handmade sign that reads Welcome To Earth Words are supered up . over him: Mark Edwards. Age 37. Believes in U.F.O.s.

Camera pulls out farther to reveal several tourists are all staring at him making the hes crazy sign with their hands.

Cut to a man standing in front of his home. Words are supered up over him: Lloyd Sullivan. Age 35. Believes in Santa Claus .

The camera pulls out to reveal he is standing next to a brand-new fishing boat with a red ribbon tied around it. Lloyd smiles.

The words are supered up: It pays to believe in Santa Claus . Cut to art card with Santa logo and themeline.

:60 RADIO SPOT

For once, we had an unlimited budget.

CLIENT: JOB: TITLE: JOB#: DATE: SANTA :60 Radio Michael Jordan for Santa Claus 0689-1480 November 22, 2000

Anncr:

And now, Michael Jordan for Santa Claus.

Michael:

Hey, everybody, its me, Michael Jordan. Its come to my attention that a lot of you people, especially the grown-ups, have stopped believing in Santa Claus. Now the only question I have is, what would you wanna go and do that for? I mean, when I was 6 years old I wrote Santa and asked for a basketball. And you know what I got? Thats right. A shiny orange basketball. In the years after that, I wrote Santa every year. I asked for things like the ability to occasionally defy gravity, cat-like defensive skills, and a high television likability index. All of them came true. So I figured why stop there? I wrote Santa and asked for six world championship rings plus unparalleled worldwide endorsement contracts. Once again, little St. Nick came through like a champ. In fact, about the only time Santas let me down was the year I asked for a .400 batting average, but I figure maybe Santa was busy that year...that or he considers gambling a million dollars on a single hole of golf naughty dont know, doesnt matter. I still believe in Santa ...I Claus, and I hope you will too. Santa. All you have to do is want something, be nice, and believe.

Anncr:

MAGAZINE SPREAD

Mr. Gates agreed to let us photograph him under one condition that all photo retouching be performed on a PC rather than a Mac.

MAGAZINE SPREAD

This ad will run in a number of popular publications including People, Better Homes and Gardens and The British Journal of Orthodontics.

Before.

After.

OUTDOOR

We wanted to remind motorists that Santa means toys if youre good. A month after these billboards were posted, the Department of Transportation reported a 37% drop in road rage.

BUS SHELTER

Our bus shelter advertising has proved especially effective. This year Santa reports that hes noticed a huge jump in the number of people asking for cars.

WORLD TOUR 2000 T-SHIRT

This limited-edition Santa world tour T-shirt is free for anyone who believes.To order, send size and color specifications to Santa Claus, P.O. Box 1100, North Pole.

FRONT

BACK

DIRECT MAIL

When we learned that the Grinch was blanketing cities in the Northeast with anti-Santa flyers, we decided to use direct mail to combat his efforts.

just because you

cant see him

doesnt mean he

isnt there.

santa claus. believe.

REJECTED CONCEPTS

For every ad featured here, theres a bevy of work that never saw the light of day. Here are a few pieces that, for one reason or another, never made it out of the agency.

From all of us at The Richards Group (and Santa), happy holidays.